TechTarget Announces Strategic Partnership to Integrate its Leading Account Intent Data Directly into the 6sense Revenue AI Platform
TechTarget (Nasdaq: TTGT) and 6sense have announced a strategic partnership to integrate TechTarget’s Priority Engine Account Intent Feeds into the 6sense Revenue AI platform. This collaboration aims to enhance sales and marketing efforts by providing mutual customers with precise intent data, enabling more effective account prioritization and engagement.
TechTarget’s Priority Engine, launched in April 2024, is powered by purchase intent data from observed activities of known accounts and buyers. The integration allows customers to create dynamic segments in 6sense, leveraging data filters such as Account Intent Range, Account Intent Trend, and Account Engagements.
The partnership promises to drive sales efficiency, improve list segmentation, and personalize outreach at scale. It aims to eliminate false signals, thereby reducing sales cycle times and increasing campaign ROI.
Early adopters have reported enhanced pipeline management and revenue generation, indicating the potential for significant market impact.
- Integration of TechTarget's Priority Engine Account Intent Feeds into 6sense Revenue AI platform.
- TechTarget’s data sourced from observed activities of known accounts and buyers.
- Enhanced account prioritization and engagement for mutual customers.
- Improved sales efficiency and shortened sales cycles.
- Increased targeting accuracy and campaign ROI for digital advertising.
- No concrete negative aspects reported in the PR.
Insights
The partnership between TechTarget and 6sense has strategic implications for both companies' financial outlooks. Integrating TechTarget’s account intent data with the 6sense platform could potentially drive incremental revenue growth for both companies. For TechTarget, this partnership might increase the demand for its Priority Engine Account Intent Feeds, leading to higher subscription and data services revenue. Similarly, 6sense could see enhanced demand for its AI-driven sales and marketing platform, translating to higher subscription revenues.
Short-term, this collaboration might result in a boost in revenue as customers adopt the integrated solution. However, the partnership’s success hinges on effective and seamless technical integration, which can sometimes face initial hiccups. This aspect warrants close monitoring in upcoming quarterly earnings reports for any impact on customer acquisition costs or margins.
In the long-term, the collaboration's success will depend on sustained customer retention and the ability to demonstrate a tangible ROI from using the combined dataset. Investors should pay attention to metrics such as ARR (Annual Recurring Revenue) growth, customer churn rates and any comments from management on customer feedback and adoption rates during earnings calls.
Additionally, the integration could help both companies to differentiate themselves from competitors in the crowded B2B technology market, potentially allowing them to command a premium pricing for their services.
From a technical standpoint, integrating TechTarget’s Priority Engine Account Intent Feeds with the 6sense Revenue AI platform brings together powerful datasets that can significantly enhance predictive analytics capabilities. For retail investors, it is essential to understand that this partnership could improve the quality and accuracy of forecasting which accounts are most likely to convert, leading to better-targeted marketing and sales efforts.
The integration's success will heavily rely on data interoperability and the sophistication of the AI algorithms employed by 6sense. Effective AI integration can enable highly personalized marketing strategies, reducing wasted ad spend and improving conversion rates. However, it’s worth noting that data privacy and security will be a critical consideration, especially given the sensitivity of intent data.
The competitive edge gained through this partnership could also result in lower customer acquisition costs over time as the combined solution allows for more precise targeting. Additionally, investors should watch for any advancements in the platform's capabilities or additional features that may be released as a result of this collaboration, which could further enhance the platform’s value proposition.
In the context of market dynamics, the partnership between TechTarget and 6sense can be seen as a strategic move to capture a larger share of the RevTech (Revenue Technology) market. Combined, the data and AI capabilities of both companies strengthen their position against competitors such as ZoomInfo, Demandbase and others in the intent data and sales intelligence space.
For retail investors, it's important to recognize the potential for this partnership to create a competitive moat. By offering a more comprehensive and integrated solution, the combined TechTarget and 6sense platform could become a preferred choice for large enterprises looking to optimize their sales and marketing efforts, thereby increasing customer stickiness and reducing churn.
This integration also aligns with the broader trend of AI-driven marketing and sales technologies, which are gaining traction as businesses seek more efficient ways to reach their target audiences. Investors should consider the potential for this sector to grow, driven by the increasing reliance on data-driven decision-making in B2B marketing and sales.
However, it is essential to be mindful of potential risks, including the speed of technological adoption by businesses and the ability of TechTarget and 6sense to continuously innovate and stay ahead of industry trends. Monitoring industry reports and market feedback will be important in assessing the long-term viability of this partnership.
Mutual customers can use TechTarget’s precise and powerful 1st-party Priority Engine Account Intent Feeds in 6sense to build dynamic segments and better prioritize and convert the accounts that are most likely to buy
TechTarget Announces Strategic Partnership to Integrate its Leading Account Intent Data Directly into the 6sense Revenue AI Platform (Graphic: Business Wire)
6sense uses advanced AI and big data analytics to empower organizations with actionable insights and predictive intelligence. The innovative 6sense Revenue AI platform is designed to help businesses identify and engage with their most promising prospects at the right time, significantly enhancing the efficiency and effectiveness of their sales and marketing efforts.
TechTarget’s Priority Engine™ Account Intent Feeds offering, launched in April 2024, is powered by TechTarget’s leading purchase intent data. TechTarget directly sources this data from the real, observed activity of known accounts and buyers coming to TechTarget’s expansive global network while conducting research in support of active B2B technology purchases. Leveraging Priority Engine Account Intent Feeds in addition to 6sense’s proprietary intent enables revenue teams at mutual customers to focus on the right accounts at the right time, drive deeper engagement and generate more revenue from account-based efforts.
The combined intent data sets represent a new opportunity for mutual customers to:
- Create efficiency by identifying, prioritizing and targeting accounts who are actively consuming contextually relevant buy-cycle content
- Inform better list segmentation and enable deeper personalization at scale with actionable insights into granular topical research and engagements with vendor content
- Drive better sales and marketing efficiency, focus outreach and shorten sales cycles by eliminating false signals
“This partnership is very exciting as our customers are now able to directly access the breadth of TechTarget’s account intent signals within the 6sense platform. Priority Engine Account Intent Feeds provide unmatched precision to confidently identify high-value accounts that are most likely to buy. This rich data source, combined with 6sense’s proprietary intent data, provides them with a more complete view of who is in market,” said Michael Cotoia, Chief Executive Officer, TechTarget. “This is truly a ‘better together’ story that will help our mutual customers further refine their approach and more easily leverage this unique data directly in the 6sense platform to build segments and orchestrate account-based efforts.”
"The best B2B companies win over buyers and develop relationships long before buyers and sellers interact, which requires reliable signals to predict which accounts are in market," said Elliot Smith, Head of Partnerships at 6sense. "Our partners at TechTarget share our goal of providing best-in-class signals and intelligence to help sales and marketing teams focus on the right accounts at the right time to drive more meaningful engagement and revenue."
How the integration works
Mutual customers can create segments in 6sense based on TechTarget’s Account Intent Feed filters including Account Intent Range, Account Intent Trend and Account Engagements.
- Account Intent Range - Numerical score ranges indicating changes in each account’s research activity and engagement with the vendor’s content and website
- Account Intent Trend - Status indicating the account’s activity this week compared to previous weeks
- Account Engagements - Filter based on an account’s engagement with the vendor including if an account viewed their content, clicked on their banner or visited their website
Expanding existing workflow capabilities — Historically, TechTarget customers have been able to leverage 6sense account lists directly within TechTarget Priority Engine via CRM integration to identify active, opt-in prospects for marketers and sellers to action on. In addition to this existing use case, this new integration capability to aggregate TechTarget Account Intent with other data sources in the 6sense platform to double verify intent signals, further prioritize accounts and fuel better ABM campaigns, digital advertising and other marketing activities.
Key Benefits
- Account Prioritization and ABM refinement - Prioritize in-market accounts so revenue teams know where to focus and equip sellers with real insights for better personalization
- Double Verify Account Intent - Identify accounts that are verified by 6sense and other data providers in that system in addition to being in market with TechTarget.
- Greenfield Account Identification - Expand their reach by identifying net new accounts in the customer’s target universe who are actively researching their solutions
- Fuel more precise and efficient digital advertising - Increase targeting accuracy and campaign ROI for social and programmatic ad buys.
This is the first offering in a partnership that is expected to drive breakthrough outcomes for mutual customers by bringing together two proven leaders of intent data and RevTech. It will significantly help GTM teams accelerate opportunities, pipeline, and revenue with their highest value accounts.
“Combining account intent from TechTarget Account Intent Feeds and 6sense is not just a gut feeling for the sales team,” said early adopters Chaun Klemetsrud, Account Based Marketing Manager and Joel Klink, Director of Marketing Operations at Arctic Wolf. “It is two qualified industry leaders saying there is intent at the account so the BDRs know where to focus. It is already influencing our pipeline after only a month.”
For more information on how TechTarget Account Intent Feeds integrate with 6sense, click here.
About 6sense
6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage, and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate, and a 20
About TechTarget
TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across approximately 150 websites and 1,000 webinars and virtual event channels, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.
TechTarget has offices in
©2024 TechTarget, Inc. All rights reserved. TechTarget and the TechTarget logo are registered trademarks of TechTarget and Priority Engine is a trademark of TechTarget. All other trademarks are the property of their respective owner.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240626602163/en/
Garrett Mann
Vice President, Corporate Communications
TechTarget, Inc.
617-431-9371
gmann@techtarget.com
Source: TechTarget, Inc.
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